- Jane Goodall changed the way we think about chimpanzees by giving them names in the 1960s.
- She argues we need a similar culture shift to name and protect trees.
- The World Economic Forum has launched a "1 trillion tree" initiative to protect the world's forests.
When a young primatologist working in Africa in the 1960s gave names to the chimpanzees she was studying, many people were shocked - scientists are meant to keep an emotional distance from the subjects they are studying.
Now 85, Jane Goodall is not only unrepentant, she suggests we take the same approach to conserving trees.
"I was absolutely castigated by the scientific community - I should have given them numbers."
By giving the animals names such as David Greybeard or Frodo, Goodall found she got people to care about them. And now she suggests we try it with trees.
"Well, what about naming trees? If you have a tree named for you?"
Tree conservation has become increasingly important for Goodall over the years as she realized it would be impossible to save chimpanzees if their habitats continued to be destroyed by human activity.
"I've always loved trees," she said. "The reason I left the the chimpanzee research at Gombe was when I realized that right across Africa forests were disappearing, chimp numbers were dropping.
"And when I flew over my tiny Gombe National Park - it had been part of the great equatorial forest belt - but when I looked down in 1990 it was some tiny island surrounded by completely bare hills, and this is when it hit me. If we don't work with the people who are cutting down the trees, even on the steep slopes, because they're desperate to grow food for their families, then we'll we'll never be able to even try and save the chimpanzees."
So planting - and perhaps naming - trees, is something we should all be involved in.
"People say to me all the time: 'What can I do? What's one thing I can do?'
"You can plant a tree ... whether you plant the tree in your own backyard or whether you paid to have trees planted in Tanzania."
What’s the World Economic Forum doing about deforestation?
Halting deforestation is essential to avoiding the worst effects of global climate change.
The destruction of forests creates almost as much greenhouse gas emissions as global road travel, and yet it continues at an alarming rate.
In 2012, we brought together more than 150 partners working in Latin America, West Africa, Central Africa and South-East Asia – to establish the Tropical Forest Alliance 2020: a global public-private partnership to facilitate investment in systemic change.
The Alliance, made up of businesses, governments, civil society, indigenous people, communities and international organizations, helps producers, traders and buyers of commodities often blamed for causing deforestation to achieve deforestation-free supply chains.
The Commodities and Forests Agenda 2020, summarizes the areas in which the most urgent action is needed to eliminate deforestation from global agricultural supply chains.
The Tropical Forest Alliance 2020 is gaining ground on tackling deforestation linked to the production of four commodities: palm oil, beef, soy, and pulp and paper.
Get in touch to join our mission to halt to deforestation.
"The trillion tree project is exciting because everybody can get involved ... whether it's communities on the ground that are so important, businesses, politicians, political leaders, children, everybody.
"And if we have a tree in our name, we want that tree to live."